178 COOPERATIVE MARKETING 



all. With this extensive information before him the man- 

 ager takes a sweeping survey of the whole field, and he is 

 enabled to maintain a correct perspective because of his 

 comprehensive view. He is able to detect all the places in 

 the country that might use a car of fruit to advantage, 

 and through his right of diversion he can order a car that 

 he may have rolling to be diverted and the demand sup- 

 plied. Thus an exchange member has often taken advan- 

 tage of some favorable opening before outside competitors, 

 without this extensive market reporting service, are even 

 aware that one has occurred. 



"Competitive cooperation" has been most responsible for 

 the success and vitality of the California cooperative sys- 

 tem. It cannot be too often emphasized that the California 

 Fruit Growers Exchange makes no sales on its own ac- 

 count, nor does it even direct sales. Sales are primarily 

 the function of the managers of the district exchanges, 

 more or less in consultation with the association managers. 

 All of these managers are continually in active competition 

 with one another. Each has the same information before 

 him at the same time, each has the same facilities for mar- 

 keting, each has the whole of the United States and Canada 

 and parts of Europe at his field of operations, each is 

 trying to obtain the highest possible price for his product. 

 Therefore, assuming the equality of the fruit each district 

 manager has to offer, the relative marketing success of the 

 district is dependent upon the business acumen of the man- 

 ager. He may bill a car to a certain point to be sold by the 

 agent there at a specified price, or he may decide to try his 

 fortunes in one of the auction markets. However, while the 

 car is en route, if a more favorable opportunity arises for 

 placing it elsewhere he quickly orders it to be diverted and 

 sent to reap the benefit of the especially favorable opportu- 

 nity. But he must remember that every other manager is 



